Sustainable Tourism Pathway

Spirit of the West Adventures – A GreenStep Certified business

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Attract new customers and increase your impact by joining GreenStep’s Sustainable Tourism Pathway

GreenStep’s Sustainable Tourism Pathway (STP) is a credible framework for tourism businesses to showcase and improve their sustainability performance. Travellers and companies are expecting more from today’s tourism operators and that includes more sustainable options. We’re here to help.

  • The GreenStep Sustainable Tourism Pathway provides tourism businesses with a formal assessment and a badge that showcases their achievement level, along with tools and support to help them advance on their sustainability journey
  • Businesses can achieve Level 1 through 5, depending on their results after a 1:1 assessment with GreenStep
  • The Pathway assessment is based on our GSTC-recognized criteria and compliant with Travalyst
  • For tourism businesses that need an accredited certification to be compliant with the GSTC, this program offers a pathway to preparing for that process
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“GreenStep has been an instrumental partner on our path of regenerative tourism. We have come to clearly understand who we are and what we can do to leave a positive impact on our community and the marine ecosystem – the Salish Sea.”

Interested in a GSTC Certification?

Get in touch with our team to learn more about what’s involved in achieving a GSTC-Accredited Certification for hotels and tour operators.

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Why join the Sustainable Tourism Pathway?

Sustainable tourism is more than a catch-phrase, it’s a process that strengthens your reputation and your organization. In addition to earning the badge that showcases your achievement level, the benefits of joining are many:

  • Improve knowledge and build capacity within your team
  • Understand your baseline performance based on international standards
  • Identify opportunities for improvement
  • Share your journey and milestones throughout the process with visitors, guests, staff, and stakeholders
  • Engage your team to help you achieve your goals
  • Remain competitive and relevant in an industry where travellers are seeking more responsible travel options
  • Appeal to the labour market who are seeking employment with companies whose values align with their own
  • Align with changing legislative requirements pertaining to greenwashing (Bill C-59, EU Green Claims Directive)

How it works 

Just five simple steps…

1.

Become a member

To join the Sustainable Tourism Pathway, set up an introductory call with our team. We’ll set you up in our assessments, share the membership agreement and provide access to program materials and our online assessment portal.

2.

Complete the self-assessment

Your team will work through the assessment questions. Completing the assessment can take anywhere from 1-3 hours, depending on the complexity of the business and the size of the team.  

3. 

Submit your responses and schedule your review call

Schedule your assessment review with a GreenStep assessor. The review will last 1.5 -2 hours and your assessor get into the details to achieve clarity and confirmation on your current sustainability practices.

4. 

Submit your evidence

After the assessment you will be asked to submit further evidence for a random selection of criteria. Once this has been submitted, your assessor will review and verify the evidence and finalize your report.

5. 

Get your score

If you meet minimum scoring requirements and your evidence is deemed acceptable, we’ll send your final report and action plan. Your score will determine your overall achievement level – from Level 1 to Level 5. You may then schedule a post-assessment with any questions.  

What you get

Expert Guidance

Receive a personal assessment with a sustainability expert who will prepare a report and action plan to guide your sustainability actions. Gain access to tools and resources, a peer-network, regular tips and check-ins from our team, and discounts on other services.

Marketing Support

We will help you share your sustainability achievement and spread the word through our channel partners, with a blog post, through social media, and with links to support your SEO. You’ll receive a marketing toolkit with a digital Pathway Achievement Badge to display on your marketing materials and digital channels.

Enhanced Credibility

Your Pathway Achievement Badge will help tell your story, attract great customers, win awards, secure new contracts, and build partnerships. We will send window and digital decals and a certificate to ensure your achievements are properly showcased.

Sustainable Tourism Pathway pricing

Membership fees for the Sustainable Tourism Pathway are charged annually at time of sign-up. Usage of the Sustainable Tourism Pathway badge showcasing your achievement level and accompanying marketing assets are only permitted to be used by businesses with a valid membership.

Accommodation providers are based on the number of rooms. All other tourism businesses and organizations are based upon the number of full time equivalent employees (FTEs). Choose your size below. 

Micro
Business

Rooms: 1 – 10
FTE’s: 1- 5

Price

$599/yr

Small
Business

Rooms: 11 – 20
FTE’s: 6 – 25

Price

$899/yr

Medium
Business

Rooms: 21 – 150
FTE’s: 26- 75

Price

$1,299/yr

Large
Business

Rooms: 151 – 300
FTE’s: 76 – 100

Price

$1,899/yr

Enterprise
Business

Rooms: 300+
FTE’s: 100+

Price

$2,499/yr

For Sustainable Tourism Destination Certification pricing, please see our Destination Certification page.

Looking for a member?

Explore our Member Directory to see who’s part of the community.

Discover where members are located, what they do, and how they measure up through their sustainability performance and achievements.

View the Member Directory

Still have questions?

Take a read through the FAQ below or book a free consult with one of our experts. We’re here to help!

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FAQS

The Sustainable Tourism Pathway provides tourism businesses with a formal assessment, tools and support to help them advance on their sustainability journey.

Businesses can achieve Level 1 through 5, depending on their results after a 1:1 assessment with GreenStep, as shown in the process above.

For tourism businesses that need an accredited certification to be compliant with GSTC or Travalyst, this program offers a pathway to preparing for that process.

GreenStep’s Sustainable Tourism Pathway has assessed all types of businesses across many sectors of the tourism industry, including hotels, campgrounds, wineries, distilleries, tour operators, tourist attractions, visitor centers, museums, not-for-profits, and more. Our criteria was built to be relevant and applicable to the entire industry.

Tourists are looking for ways to be more sustainable in their travel decisions, and look for ways to verify businesses engaging in sustainable actions. Research shows that businesses who are actively trying to address social and environmental issues in their business have improved employee retention and a more loyal consumer base. All of this works to generate higher returns for tourism businesses by engaging in behaviours that are good for people, the planet, AND profit. 

Sustainable Tourism helps you recognize the good things you’re doing, and gives you guidance and support to work on the initiatives you want to employ. The Sustainable Tourism Pathway Achievement Badge shows customers, employees, and fellow business operators that you are doing good things for the world, and have the credibility to prove it. Your Pathway acheivement also helps you align with changing legislative requirements pertaining to greenwashing (Bill C-59, EU Green Claims Directive).

The Sustainable Tourism Pathway Assessment consists of approximately 87 questions related to various areas of sustainable tourism operations. Each question of the assessment has been assigned a specific point value based on the environmental, social, and economic impacts of the particular action.

Based on your STP Assessment, you’ll be given an achievement level, which will be valid for 3 years. You will have the opportunity to re-test during that three year period, if you choose.

  • Level 5: You’re an industry leader in Sustainable Tourism – demonstrating excellence, innovation and inspiring others on the path.
  • Level 4: You’re taking consistent, strategic action across all pillars of sustainability. You’re well on your way to becoming a leader.
  • Level 3: You’re actively implementing sustainability practices across multiple areas. You’re on track and showing real commitment.
  • Level 2: You’re making progress with foundational actions in place. Some key areas still need attention to create a solid sustainability base.
  • Level 1: You’ve begun your sustainability journey. There’s lots of opportunity to strengthen your practices across all areas.

Sustainable Tourism Pathway membership is an annual fee, which must be renewed on an annual basis in order to maintain your grading status and to continue receiving the benefits associated with membership.

Prices vary depending on the size of your business. See pricing above for more information.

Yes, when you sign up to receive your free Sustainability Score you will work through all of the questions and then learn what your grading might be prior to having it verified.

It depends on your primary goal for undertaking an assessment. Most members are seeking a benchmark, advice, and roadmap for future improvements, while gaining recognition for where they are doing well.

A quick response to all of the questions should take under an hour. Take note of the ones you are unsure of and by indicating “for review.” Then, later on, you can look into the question in more detail and complete your responses.

The time of the review call depends on the size of your business. An assessment for a very small business can take around two hours, while a large business can take up to four hours.

Members are strongly encouraged to involve their sustainability teams or committees in the assessment process, as well as department managers or leadership teams. These people are involved in the day-to-day implementation and management of sustainability initiatives, and often have the best insights on operations within their functional roles. This ensures that the answers provided in the assessment are reflective of current operations and details can be given from the direct and appropriate source. 

The assessment call should include you or your Green Team leader, and any other staff you feel are important to attend. 

The Pathway Assessment consists of a review call carried out by a trained Sustainable Tourism assessor, which lasts approximately 2 to 4 hours, depending on the size of your businesses. We will ask for evidence for some of the criteria to verify your grading.

GreenStep reserves the right to complete an onsite assessment, if deemed necessary. GreenStep reserves the right to complete onsite audits, if deemed necessary.

In order to maintain your grading level and status, there is an annual membership fee which includes a reassessment every three years to ensure that you are continuing to meet the GreenStep Sustainable Tourism Pathway standard.

Sustainable Tourism Pathway businesses are promoted through GreenStep’s online platforms and channels. Businesses will receive a Pathway Achievement announcement through our social media platforms, as well as mentions in GreenStep Sustainable Tourism newsletters and blog posts.

Businesses can use their Pathway Achievement to share their sustainability story with visitors, prospective guests, and staff. You can spread the word through your own personal marketing efforts to showcase your commitment, your action plan, and your achievements.

Pathway membership includes the use of the Sustainable Tourism Pathway Achievement Badge (with associated level) in online and printed marketing materials, a window decal for display, and aluminum sign to post onsite. You will be provided with a digital marketing kit with a badge and certificate and an outdoor aluminum sign to display onsite.

Yes — you may request a reassessment at any time during your 3-year GreenStep Pathway validity period.

The cost for an early reassessment is $599.

Please note that an increased score is not guaranteed.

Not sure how sustainable you are? Take our free assessment.

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